‘Sensor-based AI technology is changing the game’

The Digital Out-of-Home (DOOH) industry has seen significant growth, becoming a crucial platform for brands and advertisers. However, as Kamalnath, CEO of Arham World, explains, there are pressing challenges that solution providers like his must address to help businesses unlock the full potential of digital displays. Here, we explore these challenges and Kamalnath’s perspective on how they can be resolved. 

Misconceptions About Costs and Return on Investment 

One of the primary hurdles in the DOOH sector is the misconception that digital advertising is prohibitively expensive. Kamalnath explains, “People think that digital is very expensive, but when you look at the long-term return on investment, it’s much higher. Outdoor media owners are now starting to understand this, and the industry is changing.” 

Many advertisers tend to focus on the upfront costs rather than the long-term benefits that digital displays provide. With the right content and strategy, digital advertising can deliver higher returns over time, especially as it allows for dynamic, real-time updates. Kamalnath stresses that solution providers must educate their clients on the value of digital in the long run, shifting their mindset from short-term expenditure to long-term investment. 

Importance of Location and Content Responsibility 

The effectiveness of digital billboards depends not only on the technology but also on location and content strategy. Kamalnath emphasises, “Media owners should have social responsibility. It’s not just about randomly playing ads because they can distract people.” 

He stresses the importance of targeting content based on location and time. For example, in cities like Bangalore, known for its heavy traffic, it is essential to ensure that digital billboards don’t worsen congestion. “You shouldn’t be the reason for creating another traffic hindrance,” Kamalnath adds. 

Content should be adapted based on viewing times. Short, snappy ads of around 10 seconds work best during peak traffic hours, while longer ads can be displayed during quieter times. This ensures that the advertising remains engaging without causing distractions, fulfilling the dual goal of effectiveness and public responsibility. 

Durability and Longevity of Hardware 

Kamalnath also highlights the importance of durability in the hardware used for digital displays. He notes that while many companies offer warranties ranging from two to five years, this doesn’t reflect the true lifespan of the product. “Why give only five years’ warranty? The LED life is actually 10,000 hours, meaning it should last over 11 years if used continuously,” he explains. 

This discrepancy creates confusion for clients, and solution providers must educate them on the actual longevity of their investments. Kamalnath emphasises that digital displays are not just one technology but a combination of multiple components that work together. As a solution provider, Arham World ensures that their products are built to last, offering a reliable, long-term solution for their clients. 

Technological Advancements in DOOH 

The DOOH industry is rapidly evolving, particularly in terms of hardware and software. Kamalnath mentions how OEMs are investing heavily in R&D to develop new products that keep up with market demands. “Every time we meet them, they come up with new innovations. They’re not building for today but for the next five years,” he says. 

Technologies such as transparent LED displays and the evolution from DIP to SMD to COB LEDs are examples of this innovation. In addition, content creation has advanced, with anamorphic designs—highly engaging 3D visuals—becoming a popular trend. As Kamalnath notes, “More graphic designers from the VFX industry are entering this space, bringing life to content in ways we’ve never seen before.” 

 The Role of AI and Data Analytics in Personalization 

Artificial Intelligence (AI) and data analytics are increasingly being integrated into DOOH to improve the relevance and personalization of content. Kamalnath is particularly excited about the role AI is playing in transforming the way audiences interact with digital displays. “Sensor-based AI technology is changing the game. It can create different content for different zones on the same display,” he explains. 

He gives an example of how this works in practice: “If you’re standing in one corner of the LED display, you’ll see one video. If you move to the centre, you’ll see another. The experience changes depending on where you stand, who you are, or even what product you pick up.”